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GLOBAL – MAY 2011 – The One Club hailed the best creative works from around the world once again in the One Show, One Show Design and One Show Interactive awards last week.
Entries from the Asian region. Japan’s leadership technology snatches five awards in the One Show Interactive category followed by Hong Kong and China, which reaped three metals for One Show and five metals for One Show Design categories respectively.
Notable among the Japanese awardees is fashion giant Uniqlo, which utilized Twitter in their “Lucky Line” by Dentsu, where the website reveals a virtual line of Twitter users hoping for the chance to win coupons to Uniqlo shops. The campaign won a Gold Pencil in Websites and Microsites category.
Wieden+Kennedy Tokyo took home two awards for the Nike “Music Shoe” campaign. The video featuring musicians paying rubber shoes rigged to play musical tones at every twitch pinned a Gold Pencil for Craft: Sound Design and a Silver Pencil for Online Films and Video: Short Form.
QR codes shaped into animals swarmed over Hong Kong in Leo Burnett’s “Hidden Sound” campaign for Zoo records, an independent music label featuring 14 indie bands whose songs are transformed into codes readable using a mobile phone scanner. The hype on the “Hidden Sounds” merited a Bronze Pencil in the MobileApps category.
Prowess in integrating design with advertising copy was showcased by BBH China in the “Nanshan ABCDance Cards” campaign for Nanshan Bywise Infant Milk Formula Powder that combines the visual representation of baby calisthenics to every letter in the alphabet. This design solution to develop both sides of the baby’s brain won a Silver Pencil for P.O.P. in Store category.
Nike China’s “Your Game is Your Voice” campaign by Wieden+Kennedy also pocketed a Bronze Pencil for the Outdoor campaign category showing the shouts of athletes literally going beyond the borders of the medium.
Leo Burnett Hong Kong scored another Silver in Out of Home for the Supor “Non-stick pans” campaign in which skaters dressed as prawns, fishes, and vegetables skated up and down a giant ramp resembling a giant pan simulating the product’s non-stick properties.
The Philippines has a lone finalist in One Show Interactive, BBDO Guerrero/BBDO New York and Grow Interactive’s FedEx “Changing World”.
The Asian winners list follows.
2011 One Show Winners
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CATEGORY | CLIENT | ENTRY TITLE | AGENCY NAME | CITY | AWARD TYPE |
04A: Out of Home – Single | SUPOR | Supor Non-stick Pans | Leo Burnett | Hong Kong | Silver |
04A: Out of Home – Single | Videocon Mobile Phones | The Cascade of Books | McCann Worldgroup | Mumbai | Silver |
07D: Public Service: Outdoor and Posters – Campaign | Environment Friends | Save | Contract Advertising | New Delhi | Silver |
07D: Public Service: Television– Campaign | UNICEF | Screen Off Campaign | Lowe Indonesia | Jakarta | Gold |
09H: Television: Under $80k Budget – Single | Hot Wheels | Cops & Robbers | Ogilvy Malaysia | Kuala Lumpur |
